List View-Back to Basics (959 words)
For example, one segment that traditionally looks to the fourth quarter for significant results is fund raising. Holiday time is a huge season for donors. Traditionally, fund-raisers look to mail other fund-raising lists. As a result, donors are continuously solicited for contributions to multiple non-profits, their average gift declines, and response softens. To find fresh sources of names, fund-raisers need to venture into the consumer marketplace. For instance, fund-raisers can target affinities within a publisher's database that match their desired demographics. Or, a fund-raiser can look for new list opportunities with catalogs that have licensed and overlaid donor data onto their customer files thus creating a new select of buyers who donate to causes.
For the most part, retailers are not able to access other retailers' lists because of the competitive nature of the offer. An alternative to renting another retailer's list is to look to other list categories, such as publishing with credit overlay information that's selectable.
These files are a perfect target for a retailer with its own credit acquisition program. Compiled files with a variety of demographic and psychographic selects, i.e. foreign car owners of Hummers, Lexus, Porsche and BMW, also can work for retailers. Another possible list to test: new homeowners with a minimum home value and high net worth provides a great retail prospect file.
Publishers traditionally have had limited response targeting catalog and donor files. Some publishing mailers have successfully used catalog and donor lists by selecting a reader interest overlay of consumers who have an interest in books, newsletters and magazines. Also, inquirers of catalog files who peruse catalogs like a reader, are an interesting and inexpensive prospect source.
Catalogers try it all and are frequently only successful targeting other mail-order buyers. But, to the cataloger, I say, don't despair; there are some great opportunities to explore. ZIP modeling has helped make marginal lists productive. Additionally, optimization of publishing lists has become a good source of targeted prospects. And, if a catalog has not recently targeted cooperative mail-order databases for reactivation, now is the time to do it. Look beyond the traditional catalog category to other categories, such as fund-raisers, museums and environmental causes that market by selling merchandise from a catalog. These "other category" lists make great traditional catalog prospects. And, never pass up the opportunity to retest. Z-24 has become much stronger with new participants and is definitely worth reviewing! Last, don't overlook the validity of targeting Internet buyers at postal address, not only on files that are Internet-based (such as Red Envelope), but from files of traditional direct marketers like J.Jill, Boston Proper, Norm Thompson and Ross-Simons, who are all selling online and collecting postal addresses. This new online channel can provide wonderful new opportunities for universe expansion.